My friend took and lost another tape measure which I asked him never to use so had to I take another. He said we should buy 3 in case we lose one. I bought this one for myself and two blue ones (a different brand and at a lower price) for him. When he got home I showed him which one was mine and which he should never touch and which two were his. I told him that not only did I like the color, I liked the effect - if I pull the tape out and let go, it stays out. To rewind it, I push the button. How clever! He said that's how they should work. I said previous craftsmen didn't work that way. Just like your new blue ones. Ha!